NEW YORK -- As federally mandated organic standards take effect later this month, conventional retailers would be wise to target parents in the grocery aisle, according to Katherine DiMatteo, executive director of the Organic Trade Association, Greenfield, Mass.
Speaking at a recent event held at the Children's Museum of Manhattan here, DiMatteo put forth a "call to action," encouraging families to consider the long-term health of future generations and the world they will inhabit.
"Organic agriculture is part of a new hope for a sustainable future," she said. "Buying organic is an easy way to protect our children."
As the organic industry reaches out to a mainstream audience, conventional grocers play a unique role in the effort to reach new consumers. While many shoppers may be aware of organic options in the produce department, those same shoppers may be largely unaware of the growing stock of organic grocery products.
DiMatteo recommended more frequent sampling events, perhaps even bringing in local organic farmers who play an active role in producing the kinds of ingredients that eventually make it into packaged foods.
In addition, DiMatteo advised retailers to make greater use of the same techniques used to promote traditional items in the Center Store, such as endcaps and shelf-talkers.